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Exercise 5

It is not all about words. If you have a logo and color treatments in place for your homepage, test them through research. Customer research is the best way to discover which treatment best matches the identity you wish to create. Survey your customers or run focus groups, as described in Section 3.2 of Chapter 3—Knowing Your Customers: Principles and Techniques. You can also do this type of research online (for details, see Appendix E—Online Research).

Brand Identity

Customers identify a Web site by the brand image. If visitors arrive at a Web site and do not know where they are, the brand must not be prominent enough on the homepage, perhaps being overwhelmed by other elements. Once customers leave the homepage to visit other pages of a site, they can become confused about where they are if the company brand is not visible. If too big, however, the brand can adversely minimize the many other important things on the site. Site designers must quickly convey the brand, but keep it from overpowering a page (see CLEAR FIRST READS (I3)).


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